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  1. 1. How competing brands are being communicated through Influencer Marketing : A qualitative study aimed to explore how consumers evaluate an influencer communicating competing brands

    Kandidat-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

    Författare :Josefin Dahlqvist; Samanta Preiksaite; [2018]
    Nyckelord :Influencer Marketing; Communication; Trust; Influencer-Consumer Relationship; Consumer Purchasing Decisions;

    Sammanfattning : Background: In today’s society, Influencer Marketing (IM) has become a rising phenomenon where brands collaborate with influencers in order to reach a wider range of consumers. Through the popularity of IM, influencers hold strong influential power since consumers feel a higher level of relatedness to them than traditional marketing efforts. LÄS MER